Ideas for Marketing a Niche Business
Marketing a Ventilating Equipment and Supplies Business
Marketing a ventilating equipment and supplies business can be a daunting task for new entrepreneurs. But with consumer demand on the rise, marketing skills are becoming increasingly important for ventilating equipment and supplies business owners and managers.
The struggle to find the right marketing mix is never-ending in a profit-oriented small business. However, great marketing strategies share a common characteristic.
It's not hard to convince most business owners that marketing plays a vital role in strategic planning. But in a zero-sum economy, there are winners and losers -- and here are some of the things that will help keep your ventilating equipment and supplies business ahead of the competition.
Hiring A Marketing Firm
Think you can handle your own marketing? There is a reason why many ventilating equipment and supplies business leaders recognize their limitations and hire a marketing firm. Unless you have a marketing background, you won't be able to touch the ROI you'll receive from a professional firm. Does a marketing firm cost money? Sure, but not as much as you may think. When it's time to look for a marketing firm to represent your ventilating equipment and supplies business, experience should trump other considerations. Additionally, you'll want to make sure that the firm you hire is familiar with how technology is being used to forge connections with customers in your market niche.
Newsletters
Despite the unrelenting demands of generating content on a monthly or quarterly basis, a company newsletter has promising potential as a marketing device. Blatant marketing messages aren't appropriate in newsletters because they don't communicate informational value to your customers. Instead, your newsletter should contain industry news, product use tips, and other content that captures your customers' attention. These days, ventilating equipment and supplies businesses to distribute periodic (monthly or quarterly) newsletters through a variety of online and offline channels. As an added bonus, newsletter subscription lists can double as mailing lists for direct mail or email campaigns.
Public Relations Strategies
Public relations is more subtle, but no less powerful than a full-blown marketing push. If you want to send unrestricted marketing messages to your audience, buy a mailing list and perform a direct mail campaign. But if your strategy calls for sophistication, media buy-in and thought leadership, hire a PR consultant. Since PR leverages media outlets, it may cost nothing to acquire media placements that feature interesting storylines about your products and brand. The trick is learning how to pitch storylines to media professionals without sounding too promotional or sales-oriented.
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